First, we will need to define PPC and establish a basic
understanding of how PPC advertising works. Let's go!
What Is PPC?
PPC stands for "pay-per-click," an internet
marketing model in which advertisers pay fees every time one of their ads is
clicked. Basically, it's a way to gain visits to your site, rather than trying
to "earn" those visits in an organic way.
Search engine advertising is one of the most popular forms
of PPC. It allows advertisers to bid for the placement of an ad in a search
engine's sponsored links when a user searches on a keyword related to their
commercial offer. For example, if we bid on the keyword "PPC
software", our ad could appear at the top of the Google results page.
Every time we click on our ad and send a visitor to our
website, we have to pay a small fee to the search engine. When PPC works
properly, the fees are insignificant because the visit is worth more than what
you pay for it. In other words, if we pay $ 3 for a click, but the click
results in a $ 300 sale, we make a huge profit.
Creating a winning PPC campaign is a daunting task: finding
and selecting the right keywords, organizing these keywords into well-organized
campaigns and ad groups, and configuring optimized conversion-optimized PPC
landing pages. Search Engines reward advertisers who can create relevant and
smartly targeted pay-per-click campaigns with fewer clicks. If your ads and
landing pages are useful and satisfying for people, Google charges you less per
click, which translates into higher profits for your business. So, if you want
to start using PPC, it's important to learn how to do it correctly.
What is Google Ads?
Google Ads (formerly Google AdWords) is the most popular PPC
advertising system in the world. The ad platform allows businesses to create
ads that appear on Google's search engine and other Google properties.
Google Ads works on a pay-per-click model, in which users
bid on keywords and pay each click on their ads. Each time a search is
launched, Google consults the ad advertiser pool and chooses a set of winners
that will appear in the valuable ad space on its search results page. "Winners"
are chosen based on a combination of factors, including the quality and
relevance of their keywords and advertising campaigns, as well as the size of
their keyword bids.
Specifically, the people who appear on the page depend on
the advertiser's ranking, calculated by multiplying two key factors: the CPC
bid (the highest amount an advertiser wants to spend) and the Quality Score ( a
value that takes into account your click through rate, relevance, and the
quality of your landing page). This system allows winning advertisers to reach
potential customers at a cost that fits their budget. It's basically a kind of
auction. The info-graphic below illustrates the operation of this auction
system.
PPC marketing via Google Ads is especially useful because,
as the most popular search engine, Google generates a lot of traffic and
therefore generates the most impressions and clicks on your ads. The display
frequency of your PPC ads depends on the keywords and the match types selected.
A number of factors determine the success of your PPC advertising campaign, but
you can get a lot of it by focusing on:
Relevance of keywords - Create PPC keyword lists, specific
keyword groups, and appropriate ad text.
Landing Page Quality - Creating optimized landing pages with
compelling and relevant content and a clear call to action, tailored to
specific search queries.
Quality Score - The Quality Score is an assessment of the
quality and relevance of your keywords, landing pages, and PPC campaigns by
Google. Advertisers with a higher level of quality get more clicks on
lower-cost ads.
Creative - A captivating advertising copy is essential. And
if you are advertising on the display network, you can use a tool such as our
free Smart Ads creator to create designer-quality ads that generate clicks.
PPC Keyword Research
Searching for keywords for PPC can take a lot of time, but
it is also extremely important. Your entire PPC campaign is built around
keywords. Top-performing advertisers in Google Ads are continually developing
and refining their list of PPC keywords. If you only do keyword research once,
when you create your first campaign, you probably miss hundreds of thousands of
useful keywords, long-term, inexpensive and highly relevant, likely to drive
traffic to your site.
An effective PPC keyword list should be:
Relevant - Of course, you do not want to pay for web traffic
that has nothing to do with your business. You want to search for targeted
keywords that will result in a higher PPC click through rate, an effective cost
per click, and increased earnings. This means that the keywords you are bidding
on must be closely related to the offers you are selling.
Exhaustive - Your keyword search should include not only the
most popular and frequently searched terms in your niche, but also the long
tail of the search. Long-tail keywords are more specific and less common, but
they account for the majority of the traffic generated by the search. In
addition, they are less competitive and therefore cheaper.
Expansive - PPC is iterative. You want to continually refine
and develop your campaigns and create an environment in which your keyword list
continues to grow and adapt.
If you want to find large, industry-specific keywords for
use in your PPC campaigns, be sure to check out our common keywords.
Managing Your PPC Campaigns
Once you've created your new campaigns, you'll need to
manage them regularly to keep them running. In fact, regular account activity
is one of the best predictors of account success. You must continuously analyze
the performance of your account and make the following adjustments to optimize
your campaigns:
Add PPC Keywords: Extend the reach of your PPC campaigns by
adding keywords relevant to your business.
Add Negative Keywords: Add unconverted terms as negative
keywords to improve campaign relevancy and reduce unnecessary spend.
Split Ad Groups: Improve clickthrough rate (CTR) and Quality
Score by splitting your ad groups into smaller, more relevant groups, which
helps you create ad text and landing pages. destination more targeted.
Examine expensive PPC keywords: Review expensive and
underperforming keywords and close them if necessary.
Refine Landing Pages: Change the content and CTAs of your
landing pages to align with individual search queries to increase conversion
rates. Do not send all your traffic to the same page.
You will learn more about all these elements of PPC campaign
management as you progress through PPC University courses.
If you're ready to use PPC, do not know how to set up a
Google Ads account.
If you already have an ad account, we suggest you use our
FREE AdWords Performance Grader to help you focus on areas for improvement. In
60 seconds or less, you'll receive a personalized report that tracks your
account's performance in 9 key areas, including clickthrough rate, Quality
Score, and account activity.
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